Maruti Suzuki is set to shake up the Indian SUV market again with two new launches: the much-awaited e-Vitara and a more budget-friendly SUV positioned below the Grand Vitara. While Toyota is already prepping its own version of the e-Vitara, it’s staying clear of rebadging the affordable SUV. And there’s a reason for that.
Maruti’s Strategy: One SUV, Two Worlds
Maruti’s upcoming budget SUV is expected to be a trimmed-down alternative to the Grand Vitara. But here’s the twist — it’s not going to be sold under Nexa. It’s coming straight to Arena dealerships, where the brand’s mass-market models live.
That alone says a lot. Arena outlets target customers who want value without the frills. So, think of this new SUV as a Grand Vitara twin that’s dressed down, more accessible, and priced for a wider crowd.
Toyota, meanwhile, already has the Urban Cruiser Hyryder, a badge-engineered version of the Grand Vitara. That car’s been holding its own in sales, especially in urban markets.
But the rebadge game may stop there.
Why Toyota Is Skipping the Rebadge This Time
At first glance, it might seem strange. Toyota has heavily leaned on Maruti for rebadged models like the Glanza (Baleno), Urban Cruiser (Brezza), and Hyryder (Grand Vitara). So why not do it again?
Well, here’s why it doesn’t add up this time.
First, customers shopping in the lower SUV price band tend to lean toward Maruti. The trust is strong there. For a car priced at ₹8–12 lakh, brand perception plays a huge role. And this is where Toyota struggles to compete with Maruti.
Second, Toyota hasn’t shown any movement or intent — not even a whisper — around reworking this new SUV under its nameplate. And for Toyota, if there’s no hybrid tech or premium lean, it’s not exactly a sweet deal.
One source close to the matter hinted, “Toyota knows this SUV won’t sell better under their badge. The customer base just isn’t the same.”
What We Know About Maruti’s Upcoming SUV
This new SUV will fill the sweet spot between the Brezza and the Grand Vitara. And more importantly, it’ll go straight into Arena showrooms, opening up the Grand Vitara experience to buyers who’d normally walk away because of price.
Here’s what the early leaks and sources say:
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It’ll be based on the same platform as the Grand Vitara.
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It may look simpler in terms of exterior trims and materials.
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Expect fewer premium features but enough to keep things competitive.
It will likely share its powertrains with the Grand Vitara too:
| Engine Type | Power Output | Torque |
|---|---|---|
| 1.5L Petrol (NA) | 102 bhp | 137 Nm |
| 1.5L Hybrid Petrol | 116 bhp (combined) | 122 Nm |
| 1.5L CNG (Petrol Base) | 87 bhp | 121.5 Nm |
That means good fuel economy, a hybrid option for the mileage-conscious, and even a factory-fitted CNG for cities where running costs matter more than performance.
Why This SUV Is a Big Deal for Maruti
In a market crowded with mini SUVs, a slightly larger offering from Maruti in that ₹9–11 lakh bracket could be just what the company needs. Especially in non-metro cities.
And Arena dealerships desperately needed something fresh in this segment. Right now, there’s a gap between the Brezza and the Ertiga. This SUV fills that hole.
Even more interesting? It’ll most likely undercut most rivals on price, and that’s how Maruti wins.
Customers eyeing cars like the Hyundai Venue or Kia Sonet might find this SUV ticks just enough boxes — space, looks, mileage — without the high sticker price.
Toyota’s Thought Process: Play the Premium Card, Skip the Volume War
Toyota isn’t just ignoring the rebadge idea out of nowhere. It’s a conscious call.
Think about it. Toyota doesn’t want to be perceived as a cheaper alternative anymore. With cars like the HyCross, Camry, and Hilux, they’re pushing premium hard. A rebadged budget SUV would throw a wrench in that image-building.
Also, past data suggests rebadged low-cost Maruti cars don’t do wonders for Toyota.
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The previous Urban Cruiser (based on Brezza) quietly disappeared.
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The Glanza sells, but only because the Baleno is already a mega-hit.
Toyota would rather invest that effort into strengthening its own identity with hybrid tech and international imports.
What Happens Next?
Maruti is playing smart. By launching the e-Vitara under Nexa and the affordable SUV under Arena, it’s covering both ends of the SUV spectrum. A power move, honestly.
Meanwhile, Toyota will focus on polishing its own image. They’ve bet on hybrids, better features, and a reputation for reliability — not volume.
As for buyers, this means more choices, especially in that ₹9–13 lakh bracket where competition is already intense.
No official launch dates yet, but buzz around the e-Vitara suggests it might hit the roads in early 2025. The affordable SUV could arrive shortly after — maybe within the same quarter if production timelines hold.
One thing’s for sure though: Maruti isn’t slowing down. And Toyota? Well, they’re choosing to sit this one out.
